Seattle-based online advertising company Marchex said today it has acquired the assets of Open List for $6 million in cash and $7 million in stock. Open List basically has created a technology that collects content from the Web and aggregates it into a focused Web site that can sell advertising. For an example, see its Web site on Mexican restaurants in Seattle.
Marchex has bought up all kinds of domain names over the years and now owns a vast amount of real estate on the Web. It’s banking on the idea that if you’re searching for a camcorder, for example, you’ll just point your browser to camcorders.com. Then it can sell you advertising from there. But there’s a problem with this strategy: not all of Marchex’s 200,000 Web sites are filled with enough content to draw users.